Meghan Markle's lifestyle brand faces scrutiny after sudden vanishing act

Meghan Markle’s lifestyle brand As Ever may have launched with major buzz but two months later, fans and critics alike are wondering: where’s the follow-up?

The Duchess of Sussex’s highly anticipated product line sold out within an hour when it officially launched on April 2. But according to a PR expert, the real story might not be as sweet as it sounds.

PR crisis consultant Mark Borkowski has now labelled Meghan’s strategy “chaotic,” raising eyebrows over the lack of restocks, updates, or new drops since the sold-out debut.

“The thing to do when you’ve got momentum and a sellout story is to keep it going,” Borkowski told Newsweek. 

“There’s just no logic. It’s creating noise, creating chaos — and then silence.”

“When there’s no activity, people ask questions,” said Borkowski. “It might give them a chance to refresh the story, but they need answers. Otherwise, it’s just more confusion.”

What did Meghan Markle's first As Ever drop include?

The brand, which was soft-launched in 2024 under the name American Riviera Orchard before rebranding to As Ever in 2025, promised a slice of “elevated, everyday living” developed in partnership with Netflix’s consumer products division. 

But fans have now been waiting over a year to consistently buy the products.

Among the debut lineup: raspberry jam in keepsake jars, herbal teas, flower sprinkles, cookie and crepe mixes, and wildflower honey — all with a glossy, high-end aesthetic that screamed Meghan’s signature California-core charm.

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